Like most other retail businesspeople, art gallerists must be visible to their customers in the community. Handling marketing in-person, in addition to advertising and online promotion, is essential. Selling art is often incremental, beginning with details as small as gallery labels and moving to much more visible items. A few people might impulse purchase a painting or sculpture because they love it at first sight. But most people will require engagement with the gallerist and the artist's work before buying an artwork. Therefore, community visibility can be a part of the long-term process.

Making speeches and presentations to community groups as appropriate is an excellent way to improve visibility. If they are well done, people in the audience will visit a gallery in person to see and learn more. If you are invited to speak, rather than being entirely promotional, inquire about the group and its interests. Custom tailoring your talk to their interests improves the chances of being well received. Art is visual nearly always, and including imagery or video with your remarks will help people become more interested. Promote your speeches and presentations to your email list and social media followers. 

Do most people in town know where your gallery is located and the type of art it offers? These most basic considerations can be crucial to successful marketing. They're another reason why being visible to people in the community matters. When you introduce yourself, you can mention the gallery location and the art offered for sale. If rent is not prohibitively high in the busiest and most upscale places, they might be the best spots to select. However, galleries with an edgier and more contemporary focus may choose to be in up-and-coming areas. They can provide a cool factor not available in other spots.

It depends on the artists, but if the ones whose work you sell in your gallery are outgoing, they can play a role in marketing. Just as people will come to meet an author at a book signing, they will attend an event where an artist will be present. Ensuring that you properly promote in advance makes all the difference. A mix of traditional media coverage, event listings, and online exposure is generally required. Don't over-rely on a single medium to get the word out. Try to be present in as many places as possible and consider the audience for each. Targeted marketing is always more effective and profitable.